ESPN MOUNTS ASIA-PACIFIC INITIATIVE TO JUMP START AD SALES

ESPN Inc. has launched an Asia-Pacific ad sales
initiative focusing on Japan, Australia and New Zealand,
according to AD AGE. The initiative will be run out of Hong
Kong by newly appointed Pacific Rim Ad Sales Manager Sundip
Agarwal, who will report to Michael Fox, ESPN VP/Worldwide
Ad Sales. The new strategy marks the "first time" ESPN has
ventured into the region solo since forming a joint venture
with News Corp.'s Star Sports Network in '96. But ESPN's
latest move "will have no impact" on the Star Sports joint
venture. ESPN Inc. Senior VP Willy Burkhardt said that the
move to increase ad sales resources in Japan, Australia and
New Zealand comes "as distribution in the three markets
increases and regulations on pay-TV advertising carriage
ease." AD AGE reports that ESPN's ad sales in the markets
have "been slow or non-existent, and revenue has been mostly
from pay-TV subscription fees" (AD AGE, 8/13).